Digital Divide and Marketing Reach in Remote Canadian Regions

Abstract

The digital divide—the unequal access to digital infrastructure, connectivity, and digital literacy—poses a significant challenge to marketing reach across remote Canadian regions, particularly Northern, Indigenous, and rural communities. As digital technologies increasingly shape communication, commerce, and consumer engagement, disparities in broadband access and digital inclusion hinder both consumer participation and business growth. This paper investigates the drivers, impacts, and marketing implications of the digital divide in remote Canadian regions. It discusses structural inequalities, cultural factors, infrastructure limitations, and the consequences for digital marketing strategies. The study proposes best practices and future directions for marketers and policymakers aiming to foster equitable access and improve market penetration in remote areas.